Alexion: PR during the EHEC-crisis
With the EHEC-crisis during the summer of 2011 the company that had thus far only been known to specialized medical doctors took center stage in the German media. 4,000 people, most of them in northern Germany, contract an EHEC infection, 400 of these patients develop the life-threatening hemolytic-uremic syndrome (HUS). Because of a case study in the New England Journal of Medicine, Soliris is used off-label in this crisis situation. In this situation, Alexion USA decides to deliver Soliris free of charge to the hospitals requesting it. CGC is responsible for fielding enquiries from the media that suddenly assail the American ultra orphan drug research company. Together with the client, CGC develops a communications strategy and advises Alexion USA on how to interact with the German press. CGC helps organize interviews with selected titles (FAZ, FTD, Spiegel) and puts together FAQs to make sure the media is supplied with correct information. The agency evaluates the press coverage, makes summaries for the US company managers and gives the press background information on ultra orphan disease research.